Chapter 20 Setting the Right Price 2014

Lamb, Hair, McDaniel

Chapter 20

Setting the Right Price

2013-2014

Describe the procedure for setting the right price

Identify the legal and ethical constraints on pricing decisions

Explain how discounts, geographic pricing, and other special pricing tactics can be used to fine-tune the base price Discuss product line pricing

Describe the role of pricing during periods of inflation and recession

© 2013 by Cengage Learning Inc. All Rights Reserved. 2

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5

Describe the procedure for

setting the right price

How to Set a Price on a Product


1

Fine-tune with pricing tactics

Choose a price strategy

Estimate demand, costs, and profits

Establish pricing goals

Results lead to the right price

Exhibit 20.1 New-Product Development Process


1

Establish Pricing Goals

Profit-Oriented

Sales-Oriented

Status Quo

Pricing objectives fall into three

categories:


1

Choose a Price Strategy

A basic, long-term pricing framework

that establishes the initial price for a

product and the intended direction for

price movements over the product life

cycle.


1

Choose a Price Strategy

Status Quo Pricing

Price Skimming

Penetration Pricing

Charging a price identical to or very close to the competition’s price.

A firm charges a high introductory

price, often coupled with heavy

promotion.

A firm charges a relatively low price

for a product initially as a way to

reach the mass market.


1

Price Skimming

Situations When Price

Skimming Is

Successful

Unique Advantages/Superior

Legal Protection of Product

Blocked Entry to Competitors

Technological Breakthrough

Inelastic Demand


1

Penetration Pricing

Advantages Disadvantages

Can lead to lower cost per unit as production expands

Discourages or blocks competition from market entry

Boosts sales and provides large profit increases

Requires gear up for mass production

Selling large volumes at low prices

Strategy to gain market share may fail


1

Status Quo Pricing

Advantages Disadvantages

Simplicity

Safest route to long-term survival for small firms

Strategy may ignore demand and/or cost


1

Identify the legal and ethical constraints

on pricing decisions

The Legality of Price Strategy


2


The Legality of Price Strategy

Unfair Trade Practices

Price Fixing

Price Discrimination

Predatory Pricing

2


Unfair Trade Practices and Price Fixing

Unfair Trade

Practices Acts

Laws that prohibit wholesalers

and retailers from selling

below cost.

Price

Fixing

An agreement between two

or more firms on the price they

will charge for a product.

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1. There must be price discrimination.

2. Transaction must occur in interstate commerce.

3. Seller must discriminate by price among two or more purchasers.

4. Products sold must be commodities or tangible goods.

5. Products sold must be of like grade and quality.

6. There must be significant competitive injury.

The Robinson-Patman Act of 1936:

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The Robinson-Patman Act of 1936:

Seller Defenses

Cost Market

Conditions Competition

2


Predatory Pricing

The practice of charging a

very low price for a

product with the intent of

driving competitors out of

business or out of a

market.

2

Explain how discounts, geographic pricing, and

other pricing tactics can be used to fine-tune the base

price

Tactics for Fine-Tuning the Base Price


3


Tactics for Fine-Tuning the Base Price

Special pricing tactics

Discounts

Geographic pricing

3


Discounts, Allowances, Rebates,

and Value-Based Pricing

Quantity Discounts

Cash Discounts

Functional Discounts

Seasonal Discounts

Promotional

Allowances

Rebates

Zero Percent

Financing

Value-Based Pricing

3


Pricing Products Too Low

1. Managers attempt to buy market

share through aggressive

pricing.

2. Managers have a natural

tendency to want to make

decisions that can be justified

objectively.

3


Geographic Pricing

FOB Origin

Pricing

Uniform

Delivered

Pricing

Zone Pricing

Freight

Absorption

Pricing

Basing-Point

Pricing

The buyer absorbs the freight

costs from the shipping point

(“free on board”).

The seller pays the freight charges

and bills the purchaser an

identical, flat freight charge.

The U.S. is divided into zones, and

a flat freight rate is charged to

customers in a given zone.

The seller pays for all or part of

the freight charges and does not

pass them on to the buyer.

The seller charges freight from a basing

point, regardless of the city from which the

goods are shipped.


Special Pricing Tactics Single-Price Tactic All goods offered at the same price

Flexible Pricing Different customers pay different prices

Trade-Ins Exchanging one item for a credit towards another. Used often at car dealerships

Professional Services Pricing

Used by professionals with experience, training or certification

Price Lining Several line items at specific price points

Leader Pricing Sell product at near or below cost

Bait Pricing Lure customers through false or misleading price advertising

Odd-Even Pricing Odd-number prices imply bargain Even-number prices imply quality

Price Bundling Combining two or more products in a single package

Two-Part Pricing Two separate charges to consume a single good

Pay What You Want Product price chosen by customers


Consumer Penalties

An irrevocable loss of revenue

is suffered

Additional transaction costs

are incurred

Businesses Impose Consumer Penalties If...

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Discuss product line pricing

Product Line Pricing


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Product Line Pricing

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setting prices for an entire

line of products.


Relationships among Products

Complementary

Substitutes

Neutral

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Joint Costs

Costs that are shared in

the manufacturing and

marketing of several

products in a product

line.

4

Describe the role of pricing during

periods of inflation and recession

Pricing during Difficult Economic Times


5

Inflation

Cost-Oriented Tactics

High Inflation

Demand-Oriented

Tactics


5


• A high volume of sales on an item with a

low profit margin may still make the item

highly profitable.

• Eliminating a product may reduce

economies of scale.

• Eliminating a product may affect the

price-quality image of the entire line.

Problems with Cost-Oriented Tactics


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• Delayed-quotation pricing – used for industrial installations and many accessory items; firm price is not set until the item is finished or delivered

• Escalator pricing – final selling price reflects cost increases incurred between the order time and the delivery time

• Hold prices constant, but add new fees

5


Increased

Production

Costs

Maintaining a Fixed

Gross Margin


5

Demand-Oriented Tactics

Price

Shading


The use of discounts by

salespeople to increase demand

for one or more products in a line.

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Strategies to Make Demand More Inelastic

Cultivate selected demand

Create unique offerings

Change the package design

Heighten buyer dependence


Demand-Oriented Tactics

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Recession

Bundling or Unbundling

Value-Based Pricing


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Supplier Strategies during Recession

Renegotiating contracts

Offering help

Keeping the pressure on

Paring down suppliers


5

Chapter 20 Video

BoltBus

BoltBus is Greyhound’s express bus service that operates off curb-sides in major

metropolitan areas. This video clip covers BoltBus pricing decisions and how the

company decides what the prices are as

well as how it keeps costs down.

CLICK TO PLAY VIDEO


http://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/ch20.html

Part 6 Video Scripps Networks Interactive

Pricing Decisions

Scripps Networks Interactive is a group of television networks including such popular channels as Food

Network, HGTV, and The Cooking Channel. In this clip, executives from Scripps discuss how they decide what

pricing decisions to make based on their major audience, and how those decisions can also affect

distribution and the content itself.

CLICK TO PLAY VIDEO


http://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/part6.html

Chapter 20 Setting the Right Price 2014

Marketing

establish

unfair trade

special pricing

product line

freight charges

firm charges

geographic

predatory